Justin Steinman

Justin and his team are responsible for all aspects of marketing and external communication, including product marketing, demand generation, corporate marketing, and customer engagement. At ModMed, we empower medical practices to grow and scale by delivering better patient experiences with cloud, data and AI technologies. Leveraging extensive clinical datasets, we design intelligent software solutions to simplify, automate and streamline clinical workflows and drive practice efficiency. Our specialty-specific EHR, practice management, revenue cycle management and analytics solutions, as well as products for patient engagement, payment processing and marketing, are trusted by over 40,000 providers to drive clinical and operational success. Learn more at modmed.com.

Responsible for all aspects of marketing and communication, including product marketing, demand generation, corporate marketing, and customer engagement, for KKR-backed healthcare SaaS company. Led development and execution of new company name and brand identity for transition from Therapy Brands to Ensora Health in April 2025. Ensora Health is the leading provider of software and services for mental and behavioral health therapists, trusted by over 200,000 individual providers and more than 28,000 practices. Our unmatched expertise, partnership, and breadth of products allow us to fine-tune solutions that meet the specific needs of everyone from solo practitioners to larger practices. With AI-enabled solutions that span practice management to electronic medical records and e-prescribing to billing, we help eliminate administrative complexity and create harmony between therapists, their clients and the whole healthcare community. Learn more at www.ensorahealth.com. KEY ACCOMLISHMENTS: • Rebranded Therapy Brands into Ensora Health, unifying multiple acquisitions under a cohesive identity. • Built an enterprise-class 25-person marketing team; hired 19 people in 18 months. • Implemented AI for content generation, win/loss analysis, branding, and internal comms. • Designed & built new demand generation funnel: marketing delivered 100% of SMB pipeline dollars and 50% of enterprise pipeline dollars. • Achieved 10,574 MQLs & 3,854 SQLs in 1H25 with 36% MQL→SQL conversion and 52% SQL→win rate. • Shifted paid media strategy to inbound, cutting CAC from $6,000 to profitable ROI. • Activated PLG motion for solo practitioners, lowering acquisition costs.

Justin Steinman served as the Chief Marketing Officer at Definitive Healthcare (Nasdaq: DH), a leading provider of healthcare commercial intelligence SaaS solutions, from October 2020 through February 2024. In this role, Justin was responsible for the strategy, development, and execution of all aspects of marketing and communications for the company, including product marketing, demand generation, marketing operations, brand and corporate marketing, public relations, corporate communications, investor communications, and internal communications.   Justin led all marketing-related activities, including a complete brand evolution and launch, for Definitive Healthcare’s IPO on the Nasdaq in September 2021. In his time at Definitive Healthcare, he was part of a leadership team that grew the business from $119M in revenue to more than $250M, and his team more than quadrupled the volume of marketing generated leads & associated pipeline dollars. He hosted an award-winning podcast, Definitively Speaking, which takes a data-driven look at the business of healthcare. At Definitive Healthcare, our passion is to transform data, analytics and expertise into healthcare commercial intelligence. We help clients uncover the right markets, opportunities and people, so they can shape tomorrow’s healthcare industry. Our SaaS platform creates new paths to commercial success in the healthcare market, so companies can identify where to go next. KEY ACCOMPLISHMENTS: • Member of ELT; grew revenue from $119M to $250M ARR. • Directed brand strategy for $483M IPO (Nasdaq: DH), including S-1 messaging, analyst day, and IPO roadshow video and presentation. • Scaled demand engine: quadrupled MQLs (2021–23); marketing drove 35% of SQLs and 42% of wins. • Increased inbound leads 80–90% YoY for 3 years with content engine, thought leadership, and events. • Delivered $6.21 revenue per $1 marketing spend in 2023. • Hosted award-winning Definitively Speaking podcast (50+ episodes, 10K subscribers).

Helping Aetna transition our product and solution portfolio toward value-based healthcare. Responsible for commercial product portfolio strategy, product development & innovation, and functional excellence. My team builds the solutions that Aetna sells to employers of all sizes, helping to manage the health of more than 15 million people. Continually use customer feedback to ensure Aetna's products and solutions are aligned with local market needs, while reducing product cost and complexity. • Launched 10 new products in 2019, contributing to $100+M year one revenue, including no cost to the member access to CVS MinuteClinic (4 million members), HDHP-alternative plan designs, and new offerings for hospitality & high-tech. • Increased quoting speed by 20% and reduced implementation rework by 50% by standardizing plan design. • Created product hierarchy & subsequently sunset 50+ product, reducing operational costs by 2%. • Conceived new virtual primary care product & utilized resources across CVS Health organization to deliver. • Built new B2B COVID-19 testing solution in partnership with CVS Retail & Caremark PBM in under 8 weeks. • Partnered with analytics team to design & deliver Aetna Advice, leading to ~3% medical cost savings from program. • Renegotiated telemedicine supplier contract & developed new pricing to drive $30M annual medical cost savings. • Designed and shipped new solutions for care management, diabetes management, and well-being in partnership with Clinical Product Team. • Implemented end-to-end, cross-functional product development process while accelerating innovation engine to rapidly identify winning product ideas. 40+ products currently in pipeline. • Present regularly to customers at finalist meetings to close deals and gather feedback for product development. • Lead organization of ~250 employees and $50M product development budget.

Lead all aspects of marketing for $1.8B division of GE Healthcare. Responsibilities included corporate strategy, solution and product marketing, market intelligence, advertising, demand generation, sales enablement, marcom, digital media, field marketing, alliance partners, value-added resellers, and government relations • Drove teams to develop comprehensive marketing plans at business and product levels for awareness and demand generation through direct and partner-led channels. • Generated $170M of new sales funnel for 2015: 44% of total net-new funnel and 21% annual increase. • Executed Centricity LIVE user conference with 1,700 attendees. Doubled attendance in two years, while expanding conference globally to include London & Tokyo.. • Created partnership organization focused global alliances and certified software partners, leading to $2M of joint marketing funds and $50M of new joint revenue. • Lead 80-person team across United States, Europe, Japan, China, Latin America and Middle East. • Managed $45M annual marketing budget – people and programs. Executed to within 0.2% of 2015 target. • Implemented cross-functional marketing framework and artifacts, from product concept to product launch, including market requirements, product positioning, and integrated campaigns. • Winner of 2014 CEO Award for “Driving Cross-Functional Collaboration.” • Reported directly to CEO of GE Healthcare Digital.

Led $500M P/L for 2+ quarters following surprise resignation of previous GM. Products included revenue cycle management, EMR, and population health. • Met quarterly targets for base cost with 39% operating margin. • Responsible for product management, engineering, legal, finance, quality, marketing, and sales. • Shipped ICD-10 compliant revenue cycle product, Meaningful Use 2 compliant ambulatory EMR • Initiated move to standardize back-end software platform on GE Predix

Served as marketing leader for two businesses that total $600M in revenue. • Clinical Business revenue grew 10% per annum for two years while maintaining 15% operating margin. • Performance Solutions revenue grew 40% in FY12 and operating margin improved 38% YoY. • Lead marketing for new innovation team creating solutions for integrated care, population health & payment reform. • Responsible for $15M marketing budget, with forecast variance of less than 1% each quarter. • Improved prequalified leads by 10% YoY and marketing-generated wins by 53% YoY in 2012.

• Executed first integrated marketing campaign for Centricity Practice Solution, a $150M product line. Increased marketing opportunities from 4% of pipeline to 13%, and opportunity value from $84M to $103M in six months. • Launched Centricity Business 5.0, resulting in 60% of install base committing to upgrade. • Led marketing track during negotiation and launch of Caradigm, a population health joint venture with Microsoft. • Drove cross-functional team that refreshed value-added reseller channel and created channel marketing programs. • Winner of 2011 GE Marketing Excellence award. 1 of 9 winners across all GE selected by CMO Beth Comstock. • Winner of 2011 President’s award for Culture and Collaboration. Selected by CEO of GE Healthcare IT.

Lead 50-person global organization responsible for go-to-market strategy for entire Novell product portfolio. Responsible for market research, messaging, content, competitive intelligence, and technical marketing. • Consolidated six different product marketing teams into one unified organization. • Generated integrated campaigns that drove more than $250M in sales pipeline value for two consecutive years. • Partnered with other marketing leaders to develop integrated strategy linking brand, product, demand and channel. • Authored investor presentations and participated in due diligence for private equity acquisition of Novell. • Designed and implemented new product launch process. • Reported directly to the Chief Marketing Officer. • Finalist for 2009 Emerging Executive of the Year from Massachusetts Technology Leadership Council.

Responsible for marketing the SUSE Linux Enterprise product line: server, desktop, virtualization and appliances. Helped grow Linux business by 200% from FY06 to FY07, including acquisition of 4700 new customers. • Participated in team that negotiated $240M purchase of Linux certificates by Microsoft. Drove messaging and marketing strategy for joint $60M marketing campaign with Microsoft. • Recruited and managed team of ten professionals in Boston, Provo and Germany. • Drove SUSE Linux Enterprise 10 product launch. • Collaborated with corporate marketing team to develop “Your Linux is Ready” $15M integrated marketing campaign. • Reported to SVP & GM of Open Platform Solutions Business.

Created and executed field marketing strategy for direct and indirect channels in one of Novell’s five key markets. • Assembled customer-focused solutions that combined products, training, support and consulting. • Authored sales collateral, presentations, white papers, website content and ad creative.

• Achieved 120% of $180 million quota in 2004 and 104% of $190 million quota in 2005. • Increased qualified lead generation by 22% through refined targeting and improved messaging. • Developed go-to-market strategy, messaging, and pricing for server software in North America. • Gathered requirements from customers and built business cases to drive product roadmaps. • Provided direct salesforce with tactical support for large deals, including Bank of New York, State of Ohio, and Fannie Mae. • Awarded 2004 Solutions Manager of the Year.

• Created product definition document, strategic market analysis and business development strategy. • Managed sales proposal process responsible for obtaining first three customers. • Wrote collateral, including product overview, application datasheets and web content. • Assisted in hiring and strategic planning as company grew from 23 employees to 96.

• Developed strategies for pricing, contracts and sales at Toronto-based telecommunications company. • Designed and installed warehouse management systems on-site in Japan, Singapore and the Netherlands for Boston-based biomedical products manufacturer. • Led four-person team that identified and repaired problems in logistics information systems during global software installation for Dallas-based semiconductor manufacturer. • Implemented SAP enterprise software as part of cross-functional team at Fortune 500 clients.

• Supervised 100-person staff as editor-in-chief and publisher of daily college newspaper. • Managed subscriptions, advertising revenues, printing expenses for $350,000 non-profit corporation. • Established newspaper’s first Internet presence. Wrote more than 200 articles in four years on staff.

• Concentration on New Product and Venture Development. GPA: 4.8/5.0. GMAT 740. • Two-time semifinalist in the MIT $50K Business Plan Competition. • Advised New Zealand Ministry of Economic Development on growth through entrepreneurship. • Consulted part-time to DemandWare, a start-up software company. Built financial and operational model used to obtain venture funding.

Phi Beta Kappa, Summa Cum Laude